Chapter 3: Product Profile

3.1 Product names

Nike Air Max, Nike Lunar Eclipse, Nike free run, Air Jordan

3.2 Product Classification

Nike products are durable goods made for athletic customers.

3.3 Products Characteristics

Nike air max

Price : RM190.00

Color : Black, white, red, orange, red

Nike Lunar eclipse

Weight : 346grams

Price : RM220-RM300

Color : White, black, yellow

Nike free run

Price : RM139-RM155

Color : Yellow, green, grey, black blue

Weight :340grams

Air Jordan

Price : RM419-RM500

Color : White, black, grey, red

Weight :350grams

3.4 Distribution

Nike is distributed both directly. It is distributed directly to retail stores worldwide and can also be sold directly from its factories. Nike is distributed directly to retail stores in about 110 countries. These stores usually have a Nike logo over the Nike products they sell so they are straight up Nike stores.

3.5 Product Life Cycle

3.6 The Brand

Nike is a clothing and apparel company. It is targeted towards manufacturing sportswear for athletes the world over. It has a wide range of sportswear for sports such as, soccer, basketball, tennis, skateboarding, hockey, swimming, lacrosse and cricket. Nike has been in business since 1964 and still continues to be in good business. Nike’s headquarters are in America, Beaverton but it also has stores all over the world including Malaysia. This proves how successful Nike has been.

3.7 Brand Image and Implication

Nike is in its maturity stage because it is a very successful brand and has been around for many years. It is doing well in the market in comparison to its direct competitors. Nike has a market share of 29% in Asia. Nike’s revenue was totaled to just under $19.2 billion in 2009.

3.8 Strength and Weakness

Strength

Popular brand

Large sales

Customer loyalty

Strong brand awareness

Plenty of exposure

Experienced team

Proper funding

Quality products

Weakness

High prices

Controversial marketing schemes

Exploitation of the less fortunate

Appeals to one group of people (rich athletes)

3.9 Advantages and Disadvantages

Advantages

Quality products

Attractive shoes

Durable

Highly advertised

Disadvantages

Expensive

Have been reported to cause foot injury

Sometimes die out after use in a short time

Low pay for hardworking factory workers

Nike shoes are the best in the world and you can find any pair of shoes in whatever sport you are interested in.

3.11 Promotional History and Advertising Schedule

This is love (TV Commercial), 2004

Series of ads aimed at women athletes, 2005

Nothing but the truth (TV commercial), 2007

Ads on MTV.COM, ESPN.com, print ads, neon billboards

3.12 Positioning Statement

Nike provides shows for any kind of sport the world over and it is targeted to people form the age of 15-35.